Hyundai Tucson gets inspected by futuristic robots in new campaign via Innocean

Hyundai has launched a new campaign for the new Hyundai Tucson SUV via Innocean Australia.

The “Tommorrow wants its car back” campaign is part of the “Imagine that” brand platform Hyundai will launch this month.

In the 60 second spot, a couple with their chocolate Labrador go inside their home, whilst unbeknownst to them, their Hyundai Tucson gets investigated by alien-looking robots. After the dog barks at the robots, they drive away and vanish.

Kevin Goult, Hyundai Australia chief marketing officer, said: “This truly is a flexible, fully integrated campaign designed to work with the requirements of our business this year and represents a step-change for Hyundai. This is only the start.”

Wes Hawes, Innocean Australia executive creative director, said: “By working closely with our partners at Hyundai we were able to react to the problems facing the automotive industry and successfully launch a new brand platform using one of their most innovative, futuristic models – the all-new Tucson. The phasing and reactive design of the campaign actually made it all the more impactful, with bots discreetly hidden in multiple channels, before being unleashed to stalk and infiltrate our own advertising and steal the Tucson back. It’s essentially a COVID era campaign – except you’d never know that.”

Ian Hartley, Innocean client partner, said: “This is a very interesting time to be involved with the automotive industry and particularly Hyundai who blow me away every day with their innovation and new product – so robots from the future couldn’t be more appropriate.”

Hartley joined Innocean in November 2020 to lead the Hyundai account.

The campaign will be on social, radio, digital, out-of-home, and CRM.

Innocean’s recent work for Hyundai include the “Kidult Approved” campaign, the Santa Fe campaign, and creating road directions for people in isolation.

Other campaigns for Hyundai include the Hyundai N-Line campaign by AnalogFolk.

Hyundai sister brand Kia unveiled a new logo in a campaign released in February via Innocean.

In June 2021, Hyundai was ranked the fifth top-selling car brand, with 7,357 cars sold, down 4.9% year-on-year. Toyota made the top spot, with 21,076 cars sold, down 7.8% year-on-year.

The Hyundai Tuscon was third in the category of medium SUVs under $60K, with 1,496 cars sold in June 2021.



Director of Marketing: Kevin Goult
Senior Marketing Managers: Helen Gilmartin, Nick Cook
Product Marketing Specialist: Lisa Yau


Executive Creative Director: Wes Hawes
Creative Director: Dan O’Connell
Creative Team: Mitchell Sutton and Josh Campbell
Head of Strategy: Karl Bates
Head of CX: Romy Briers
Client Partner: Ian Hartley

Senior Account Director: Vincent Pled
Account Director: Sarah Gardan
Director of Integrated Production: Craig Sloane
Integrated Producer: Louis Moore
Senior Integrated Producer: Warrick Nicholson
Finished art/Design: Juliana Bacmaga
Digital Production: Wellcom


Production Company – Scoundrel & MJZ
Director – Michael Spiccia
Executive Producer – Adrian Shapiro
Executive Producer – Kate Gooden
DOP – Ross Giardina
Casting – Mullinars Casting
Edit – Jack Hutchings, The Editors
Post Production – Fin Design & Effects
VFX Supervisor – Justin Bromley
Head of Visual Effects / EP – Alastair Stephen
CG Supervisor – Simon Clarke
Flame Artist – Alex Patterson
VFX Producer – Isabelle Howarth
Colourist – Ben Eagleton
Sound Design & Mix – Squeak E. Clean Studios
Creative Director / Sound Designer – Simon Lister
Head of Production – Emma Hodge
Music House – Turning Studios
Composer – Elliott Wheeler
Music Producer – Carla de Menezes Ribeiro


Production company: Photoplay

Photographer: Michael Corridore

CGI Tucson Car build and comping of Robots: Cream Electric Art

CGI Robots: Fin Design & Effects
360 HDRI Dome + Environment Backplate: BearStock


Hearts and Science


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